Eyewear & Fashion Accessories
How a Global Eyewear Brand Filed for Multi-Class US Trademark Protection for Cross-Border E-Commerce
- Nice Classes
- 2
- Jurisdiction
- United States
- Timeline
- In registration at USPTO
- Brand
- KINGSEVEN
The Challenge
KINGSEVEN, owned by Ningbo Beidao E-commerce Co, Ltd, had built a popular eyewear brand selling globally through their own website (kingsevenoriginal.com) and international e-commerce platforms. Despite strong global sales, they lacked trademark protection in the US. Their largest market.
- Eyewear spans two Nice classes: Class 9 (optical goods/sunglasses) and Class 25 (fashion accessories/clothing). Filing in only one class leaves the other category open for competitors.
- The brand faced active counterfeiting on Amazon and other platforms, with sellers using the KINGSEVEN name on inferior products.
- As a China-based company selling directly to US consumers, KINGSEVEN needed USPTO registration to take enforcement action against US-based infringers.
- Without US trademark protection, the brand couldn't access Amazon Brand Registry's anti-counterfeiting tools in their most important market.
KINGSEVEN's situation is common among successful cross-border e-commerce brands: strong sales and brand recognition, but no trademark protection in the markets where they sell. This leaves them vulnerable to brand squatters and counterfeiters who can operate with impunity until the brand owner has a registered mark.
Our Approach
The eyewear market is crowded, and a single class only protects half a sunglasses brand. We filed KINGSEVEN in Class 9 for the optical goods and Class 25 for the fashion accessories.
Product-market Classification Analysis
We analyzed KINGSEVEN's product range and sales data to determine the optimal Nice class coverage. Sunglasses and optical frames fall under Class 9, while fashion accessories and related clothing items require Class 25 protection. Both classes were essential for complete brand coverage.
Clearance Search Across Both Classes
We searched both Class 9 and Class 25 at the USPTO. The eyewear space is crowded, so we specifically searched for marks that could block registration or create confusion arguments during examination.
Strategic Dual-class Filing
We filed a combined application covering both classes with precise goods descriptions for each: 'sunglasses; optical frames; eyewear accessories' in Class 9 and related fashion items in Class 25. The dual-class approach was more efficient than two separate applications.
Anti-counterfeiting Foundation
With the trademark application filed, we prepared KINGSEVEN's enforcement strategy: Amazon Brand Registry enrollment, customs recordation planning (to stop counterfeit imports), and documentation for cease-and-desist actions against infringing sellers.
The Results
With both Class 9 and Class 25 filed, KINGSEVEN can act against counterfeit listings the moment the mark registers, with no half-covered range for sellers to exploit.
Nice Classes Filed
2 (Class 9 + 25)
Status
In Registration
Products Protected
Eyewear, Sunglasses, Fashion Accessories
Global Reach
Direct-to-Consumer via Own Website + Marketplaces
The dual-class filing covers both KINGSEVEN's optical goods and its fashion accessories in the US market. Once registered, the mark will enable full Amazon Brand Registry access, customs enforcement against counterfeit imports, and legal standing to pursue infringers selling fake KINGSEVEN products on US marketplaces.
"Our brand was being copied across US marketplaces and we had no legal tools to stop it. The dual-class filing gave us the protection framework we needed to defend KINGSEVEN in our biggest market."
Key Takeaways
Eyewear brands need dual-class protection: Class 9 (optical goods) and Class 25 (fashion accessories) to cover their full product range.
Cross-border e-commerce brands should prioritize US trademark protection, as it qualifies them for Amazon Brand Registry and enables enforcement against counterfeiters.
China-based brands selling to US consumers need a US attorney of record for USPTO filings. This is a legal requirement, not optional.
A proactive filing strategy is far cheaper than reacting to counterfeiting and brand squatting after the damage is done.
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